Research from Mitto finds that spending millions on a Super Bowl ad may increase overall brand awareness, but it's less likely to elicit a response from a consumer, particularly women.
To offset the impact of high prices at the shelf, CPG brands continue to focus on product quality, creating value for consumers and strengthening retailer relationships.
Here are three key principles to consider for the future of this practice, according to Matthew Sharp, a former marketing science team member at Meta.
